Following the release of Ultimate Influencer Program Starter Kit, Ayaan Mohamud, Regional Vice President of Marketing for APAC Impact.com, Learn how marketers use channels to create incremental values.
Influencer marketing has come a long way in the last few years. What started as an experiment with a brand dedicated to harnessing the influence of popular celebrities, reality TV stars and bloggers through social media platforms has evolved into a big business for both brands and influencers.
By 2026, 60% of millennial and Gen Z consumers will prefer to buy on social platforms. Traditional digital commerce platforms are no longer a priority. AGartner according to cACcordingGlobal influencer marketing business is set to grow to about $ 16.4 billion In 2022.
From the consumer’s point of view, the rise of influencer marketing is accelerating.this Acceleration is from Loss of trust With digital advertising. This is in line with increased frustration with slow-loading, irrelevant and annoying ads. in contrast, Influencers can cut noise and provide the audience with a sincere and genuine voice. They are trusted by their followers. They engage with them to produce emotionally relevant content and messaging. These directly target your audience in ways that other marketing channels can’t.
Impossible social media star
In fact, we’ve seen step-by-step dialbacks of ambitious and elusive celebrities. You need a more authentic, friendly, and discreet style influencer. Even Gucci is involved in the act.Along with The North Face, an ambitious fashion brand has joined TikTok-famous trainspotting enthusiasts. Francis Bourgeois Appear in the latest advertisements for collaboration.
Retro advertising I saw the bourgeoisie playing the leading role as a conductor and ticket collector. The unlikely star was on a train surrounded by models dressed in Gucci X North Face. Familiar consumers can now sniff fraud with heartbeats. Just last week, Phoebe Burgess was upset by the failure of her sponsored social post. The influencer was portrayed leaving the fashion brand with her visibly empty shopping bag after pretending to shop there.
So how do both brands, big and small? Influencer marketing wave Do you avoid the pitfalls?
Doing the following three things makes it very easy.
Understand the basics correctly
Influencer marketing follows the same basic advertising principle of reaching the right person, in the right place, at the right time. This means determining which type of influencer is best for your audience. Are you a celebrity with over 1 million followers, a macro influencer with over 10K followers, or a micro-influencer under 10K?
Influencers work in almost every conceivable industry and work on all social media channels. Choosing the right influencers for your program is important, and the platform they use can be a major factor in deciding who to collaborate with. For example, Instagram continues to be the undisputed king of influencer marketing. 89% of companies spend more on influencer marketing on Instagram than any other platform. But that doesn’t necessarily mean it’s appropriate. For example, TikTok or YouTube may offer better service if short or long video is (respectively) prioritized.
Measurement, optimization, reward
There has been a big change in the way influencers pay. Historically, marketers could pay influencers a one-time fee for social media posts, but that has changed over the last 15 years and will move to 2022 for performance-related fixed fees. Move to a hybrid reward model with a reward model. Bonuses based on campaign goals are becoming more and more popular.
This facilitates long-term collaboration and collaboration with influencers who are proven to be successful in their business.Longevity produces highly desirable results: a mature partnership program Generate 28% of the company’s total revenue Compare with Achieved 18% with paid searchIt also helps to promote the brand’s market share. Influencer marketing also offers the ability to pay for collaborations in other flexible ways, including store credits, content license fees, and gifts.
measurement Influencer marketing ROI It is also developing rapidly. The days of counting clicks and likes are over. Significant advances in technology have made it possible to track campaigns at a finer level. These include both revenue and total conversions, as well as brand awareness, enabling in-depth analysis of partnerships and easy management of influencer rosters.
Make technology right
Influencer marketing allows brands to build deeper, more meaningful relationships with consumers, but it’s also the right kind of technology to help measure (and reward) a wide range of current performance goals. Means that it is important to introduce can be achieved. Similarly, it is impossible to grow an influencer marketing program on a large scale. automation..
Listen from Savage X Fenty How influencer marketing drives business outcomes.
Ayan Mohammad Regional Vice President of Marketing at APAC.
How to create a high-value influencer marketing campaign
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